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Osasu Obayiuwana, a contributor to the BBC’s World Football show, wrote: “Dear Lord_Sugar, I’m afraid no Senegalese or African will see this as funny.

"What you wrote was hurtful and plays to a racist stereotype. If you really don’t see what’s wrong with what you’ve written, you have a lot to learn still. You should know better!”

Labour MP Dawn Butler wrote on Twitter: "Very troubled after seeing @Lord_Sugar racist tweet. I will be writing to the House of Lords Commissioner for Standards and the @BBC calling for an immediate investigation.

Racism has no place in Parliament or society. Swift action must be taken."

The BBC later said the tweet was "seriously misjudged".

A BBC spokesman said: "Lord Sugar has acknowledged this was a seriously misjudged tweet, and he's in no doubt about our view on this. It's right he's apologised unreservedly."

His post came as the BBC published a landmark report on career progression for its employees of black, Asian and minority ethnic backgrounds, in a drive for "substantial culture change".